Try a multi-tasking cleansing balm that melts makeup, nourishes skin and recreates a post-facial glow at home
The search for skincare products that do more with less has accelerated demand for formulas that combine performance with a sensorial experience. The ICONIC London Underglow Matcha Melting Cleansing Balm is presented as one such solution: a compact, ritual-ready product designed to remove makeup and deliver hydration while creating that coveted post-facial glow.
Rather than treating cleansing as a perfunctory step, the balm reimagines it as a short, indulgent ritual that aims to feel luxurious and effective at the same time.
Formulated to be a time-saving choice for busy routines, the balm is promoted as a multi-tasking, single-step cleanse that can consolidate several products into one.
The brand highlights a transformation in texture that supports this claim and a blend of ingredients intended to cleanse, nourish and soothe the complexion. Shoppers reacted quickly on launch, with the product reportedly selling out within 48 hours, a sign of early consumer enthusiasm.
It has since been restocked, making now a good opportunity to test whether it fits your regimen.
What the balm does and how it works
The product is described as a cleansing balm that begins as a rich, buttery solid and melts into an oil when massaged into dry skin, then turns milky when water is added for a rinseable finish. This physical metamorphosis supports makeup and SPF removal while providing a gentle massage that can lift impurities without harsh rubbing. On top of makeup removal, the formula aims to hydrate and reinforce the skin’s natural defenses: among its claimed functions are nourishment, barrier support and surface smoothing, all designed to yield a softer, brighter-looking complexion after each use.
Texture, ritual and user experience
Texture and application are central to the balm’s appeal. The initial buttery feel is meant to melt into an oil-like texture that glides across the skin, making makeup dissolve with minimal effort. When water is introduced the product becomes a milky emulsion that rinses clean, avoiding a greasy residue. The tactile change is part of the at-home spa concept: a short massage followed by a warm-water rinse replicates some sensations of an in-salon cleanse, helping users feel pampered even during a quick evening routine.
Key actives and skin benefits
Ingredient-wise, the formula centres on Matcha green tea for antioxidant support and pairs it with supportive emollients and barrier-repairing agents. Included ingredients such as ceramides to strengthen the skin barrier, squalane for lightweight hydration, Shea Butter for conditioning and Vitamin E for skin comfort aim to balance cleansing with nourishment. Together, these components are intended to prevent tightness after washing and to leave skin feeling soft, soothed and ready for the next step in a routine.
Why shoppers are paying attention and purchase notes
Customer response has been largely positive, with early reviewers praising the balm’s efficacy at removing long-wear makeup and its ability to leave skin feeling refreshed rather than stripped. Many highlight the convenience of a 10-in-1 message — a shorthand for multiple benefits packed into one product — and the travel-friendly dispensing system that delivers pre-measured amounts for tidy application. If you decide to buy, bear in mind that delivery charges may apply and popularity can cause brief stock gaps, so restock alerts or adding to basket quickly could help secure a jar.
How to add the balm to your routine
For best results, apply the balm to dry skin and use gentle circular motions to dissolve makeup and impurities; follow with lukewarm water to emulsify and rinse. Because the formula supports hydration and barrier care, it can sit at the cleansing step without necessarily requiring a follow-up heavy cream for all skin types. For those exploring other at-home beauty upgrades, devices such as compact IPL handsets and targeted whitening kits are also drawing interest, but this balm offers a low-effort way to elevate daily cleansing into a more nourishing and spa-like experience at home.
